BMW is displaying a Spider-Man-themed advertisement on some vehicles’ in-car dashboard screens, prompting criticism from drivers. Multiple outlets report that BMW frames the on-screen animation as an “exclusive” or special surprise for owners, tied to a broader marketing partnership connected to the new Spider-Man movie. The content appears on the vehicles’ Control Display, with owners describing it as a movie promotional banner or animation rather than in-car content they requested. The complaints focus on the feeling that the ads are intrusive or unwanted for a premium-brand customer experience. Outlets characterize the situation as disruptive because it presents a third-party entertainment promotion inside the vehicle’s interface, rather than limiting it to voluntary channels such as owner marketing preferences or opt-in media. BMW has presented the feature as promotional and part of its partnership and in-car presentation, while drivers and commentators express dissatisfaction with how the advertisement is delivered. The reports agree that the ads are visible in the car display and that the reaction among owners is negative.